3Q Digital’s Look At Facebook’s 4Q Advertising

With Facebook’s fourth-quarter earnings call set for Wednesday after the close of trading, digital marketing agency 3Q Digital offered a preview of the social network’s potential advertising results by sharing statistics from two of its clients, an online retailer and a lead-generation company.

Cost per click for the two clients rose 47 percent and 50 percent, respectively, in the fourth quarter of 2013 from the third quarter.

Conversion rates went up 61 percent and 41 percent, respectively.

Both clients added budget to their campaigns, so ad volume grew by 100 percent and 43 percent, respectively.

3Q Digital Social Account Manager Molly McCarty said of the results:

Looking ahead, I think we can expect budgets to be strong across the board. With the recent changes to Facebook’s advertising platform — including a much-needed improvement to the ads interface and the introduction of powerful new ad types late in the third quarter — and the continual improvement of the algorithm, I fully expect performance to continue to be strong. I think it is safe to say that 2014 will be a year of positive changes for Facebook that will continue to reinforce Facebook as a leading platform for online advertising.